In this episode of the Growing a Deeply Rooted Business Podcast, we’re flipping the script on everything you think you know about content creation. If you’re spending hours on social media every week and still not seeing traction, it’s not because you’re uncreative or undisciplined—it’s because you don’t have the right system. And that’s exactly what we’re diving into.

In this episode, we cover:

1. 02:15 Myth #1: Good content must be brand new every single day
2. 05:50 Myth #2: Repurposing is just copying and pasting
3. 10:22 Myth #3: Repeating yourself will bore your audience
4. 15:43 The Content Waterfall Method (and how we went from 10 hours to 2)
5. 18:00 Introducing the Content Flow Studio

Links and resoruces mentioned:

1. Content Flow Studio: https://contentflowstudio.app/

Meet Your Hosts

Jessica Walther is the founder and CEO of The Launch Collaborative and Sustainable Success Systems. As a launch strategist and systems consultant, Jess is dedicated to helping solo business owners and small-but-mighty teams build businesses that deliver both peace and profit. She specializes in creating sustainable growth strategies that align with her clients' values and lifestyles.

Rachel Lopez is the founder and CEO of Gal Marketing Agency, a boutique email marketing and strategy firm. With over a decade of experience, Rachel helps heart-driven entrepreneurs craft intentional marketing strategies that attract, nurture, and convert leads sustainably. Her human-first approach ensures that marketing efforts feel authentic and effective .

Together, Jess and Rachel blend systems, storytelling, and soulful strategy to help you grow a business that's deeply aligned with your life—not just your revenue goals.

Connect With Us:

Jess Website

Rachel's Website

Learn with Us

Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>

Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure

Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>

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If you feel like you cannot stay consistent on Instagram, TikTok, LinkedIn, at all of the different social media platforms that are out there on any of those, I need you to stop for just a second.

We are about to say something that might feel a little counterintuitive.

You do not have a content creation problem.

You do not lack discipline.

You are not uncreative, you are not lazy, and you are not behind.

Amen.

You don't have a content creation problem.

You have a content system problem.

And today we are going to help you fix that.

But before we get into it, let me say hello.

Welcome to the Growing a Deeply Rooted Business Podcast.

My name is Jess, launch strategist, systems expert from the Launch Collaborative, and I am here with.

I'm Rachel, your email marketing, email ecosystem person today.

And we're going to talk about the three beliefs about content that I think everybody treats as gospel truths, which is like belief that you have to keep jumping onto this, like, treadmill, this content hamster wheel.

You have to be feeling guilty that you didn't post enough this past week and that you need to turn it up a little bit.

And we are not doing that anymore.

Yes.

Because once we busted these myths for ourselves, we were just talking about it and how flowy and free our content is.

We went from probably spending about 10 hours a week to content to this Monday when I sat down, I created five Instagram posts, I wrote my newsletter, I posted my blog, all in under two hours.

Yes.

And I'm on that same process, same system, just on Thursdays, not on Mondays.

All right, so today we're going to be breaking down three of like, the myths that we have or heard about content creation that are content repurposing that we think are keeping people stuck and maybe not wanting to repurpose their content because they don't understand what it means and how you can leverage it.

So moving into kind of myth number one that we hear a lot is, or that we sometimes think a belief is, that good content means that we need to create something very brand new, very brand speaking new every single day.

Yeah, I think this keeps so many people trapped in this create before you post type cycle of like, you know, trying to feel fresh, trying to feel relatable in the trends and like, you feel, feel like you need these fresh ideas, these fresh hooks, these fresh angles.

And it's just this constant, like, space that's taking up or just constant energy that's taking up space in your mind.

And what it typically looks like is that you're you know, brainstorming on one day, then you're writing captions on another day, and you're scrambling for a real ideal on another day because you saw that that person's real went viral, and now yours feels super irrelevant.

And honestly, like, at the end of it, you're just exhausted.

And not because you have spent a lot of time in your client work or working on your business, but you're just exhausted from content entirely.

Yeah.

And I think it's so easy to get trapped in this as a kind of solopreneur.

Most of us are visionaries, right.

We have lots of ideas.

Like, how many ideas do you have sitting in your notion workspace?

This is what we talked about.

I actually went through and deleted like hundreds of ideas that I had in my notion social media calendar because they were just sitting there and they never got executed.

I think there's a difference between an idea, a good idea for a post, and a strategic post that you need to be posting right now that's going to help you meet your business goals.

Because I have tons of ideas of fun posts, but if I'm just creating just to create them, then I'm just wasting a lot of time and I'm probably not making a lot of money and I'm jumping and like, this is literally how I used to create content, is like, jump from one topic to the next.

And my audience was probably like, I don't even know what you do or what you're selling because you're kind of everywhere.

So I think when you are repurposing your content, you're not recycling, you are reinforcing.

And it's not being lengthy.

It's really about being intentional and giving your message a time and space and the repetition that it needs to actually land with your potential clients.

Yeah.

So I think that the truth that really changed everything for us is like, really rooting in the fact that, like, the best content gets said multiple times in many, many different ways.

And, like, our audiences aren't sitting here being like, oh, give me the next, like, brand new idea and like, tell me what's like, mind blowing here?

Well, and I think this is also important to know they are not sitting there keeping a log of being like, oh my gosh, Rachel talked about segmentation again.

Jess is talking about quizzes again.

They're not doing that.

Yes, yes.

And I know we love the stats so much.

Right.

How many times does it take people to, like, take action?

30 times?

26 to 30 times?

I think I make the number bigger every time.

But it probably does go up because the world's getting noisier every single day.

But you need to be repeating yourself for things to actually land.

You need to give your content time and space to actually land.

You can't talk about something for one week and expect it to get through to all of your audience, especially if you're posting on social media, because not all of your audience is seeing all of that.

Okay, so moving in to belief number two, repurposing is just copying and pasting.

No, it is not.

This is why I think most people try to repurpose, but it, like, flops, or they get, like, blocked, and then they just kind of give up entirely.

I think it's something that, like, you know, you try to take a clip and, like, we've been guilty of this, right?

Like, with the podcast.

Like, we'll clip the podcast and we'll try to put it on as many platforms as possible and then be like, oh, my gosh, we're stuck in TikTok 300 jail.

And, like, that doesn't.

To me, that doesn't tell me that repurposing doesn't work.

It just tells me that, like, we need to optimize for the platform.

We just did a lazy duplication effort.

We did not repurpose properly.

So.

Thoughts?

Yeah, I mean, I think it's not about lazy duplication.

It's about strategic multiplication.

Because every platform is going to have a different language, a different culture, a different set of algorithmic rules.

Instagram is going to want your hook in the first three seconds.

LinkedIn is kind of one.

Like, they like longer posts.

Like, every platform is specific.

I know this because I'm doing a lot of research right now on what works best on every different platform, because I'm building you guys a cool little tool and making sure that I have the right information on what needs to go where.

But every platform has different things, and the audiences on different platforms are going to respond differently.

And every platform almost has, like, a different purpose within your.

In your business.

Like, Tik Tok is much, much more like a visibility tool than what you're going to share on your Instagram stories, for example.

Yeah.

And I think when we're talking about this, like, multiplying content, remove the idea of that it's just copying it, and use what Jess just said in the sense that we are translating it to speak the language of that platform and specifically of the algorithm that we're in.

So if we're talking about taking a core idea from, like, a podcast episode, Maybe it's about like decision fatigue and why content feels so hard.

You can then ask yourself, like, well, how does this work for like a 60 second reel?

Like, what hook is going to be the most effective to stop the scroll?

And like, then how do we translate this for carousels?

And like, what are the like, step by steps.

And like, I have a perfect example for you guys because I do have.

This is a system.

I live and breathe in my own business and that has been working for me for a couple of months consistently now.

So I'm going to break down for you one of my examples.

So I have a blog post called the four Hidden Profits in your existing email list talking about like all of the different like gold mines that exist in your email list.

That's one blog or a podcast or something that is super long form.

Then I can break it into a reel that says your list is a gold mine.

Here's where to dig.

And it's one of those things where you can just like read in the caption and it's just B roll, but it's a good hook.

Then you can translate that to a carousel that says four overlooked ways.

Your email list can pay you more.

Swipe, swipe, swipe through all of that.

You can then translate that to a case study that can be highlighted on LinkedIn.

Like, there's so many ways that you can take those specific one core idea and trickle it into different formats that are so much more effective than sitting there and saying, like, I need now create a new reel for this week.

I need to create a new carousel for this week.

I will never go back to the old ways.

Yeah, I mean, doesn't it feel like such a mentally lighter on your contract creation days where you're just trying to come up with like one different idea and then all you have to do is think about it or use a little help from AI to help you repackage it in a way that's good for social media, but like, it's such a lighter lift.

And it's also, like we said in that first point, giving your time, giving your message the time and space that it needs to land and resonate with your customer because they're hearing it over and over and over again.

And by the end of the week, maybe they've seen it three times from you, but guess what?

It's stuck.

And they know that this is what you're passionate about or this is a fact from you or whatever it may be.

It's going to get stickier the more that they Hear it?

Yeah, definitely.

So then I think moving into myth number three is the.

My audience will get tired of hearing the same thing.

Thing.

This, I think, is the problem that stops so many people from creating what I consider consistent marketing.

Right.

Like, it's this fear of, like, I'm going to bore them, they're going to unsubscribe, going to, you know, going to do this, going to do that.

And it really, like leaves you kind of chasing novelty, kind of chasing this, like, new idea and waiting like it's burning you out.

Creativity.

Creativity.

Wow.

What is this?

Creatively creative.

Creative wise.

Creatively.

I couldn't say it either.

So fine.

Wow.

And honestly, from a marketing perspective, what this is really doing when you are so against cohesion in your messaging is you're creating whiplash in your person that's in your, in your followers space.

Like you're jumping from one topic to another topic to one topic to another one, and you're really like exhausting them as much as you're exhausting yourself.

Yeah, it's kind of like my ADHD brain, like when it starts going like that, it's really a lot and exhausting.

So you do not want to create like ADHD content.

Don't chase novelty and don't be scared of repeating yourself because I hate to break it to you, but Instagram probably shows your reel to maybe like 10% of your followers on a good day.

15% if you're feeling generous.

We see email open rates, what, 20, 30, maybe 40% if we've got good open rates.

That means 60% of your email subscribers didn't even see that email that went out.

So really, don't be afraid about repeating yourself because people are going to miss it or, you know, they're going to need that repetition repetition like we talked about, just to keep it sticky.

Shameless plug.

If you're only getting 20 to 30% open rates, hire me.

I can get you to the 40s and the 50s.

Yeah, I love it.

Where are we?

I love it.

So I just want you to think of, like, repetition really is not a weakness.

It's how ideas are going to move from awareness and into action.

So you're going to make it possible again.

The more you repeat yourself, the better.

It's not a bad thing.

It's a good thing because your message is going to be allowed to reach the most amount of people and all of this, you're going to get the most amount of ROI for your thinking content creation day.

Totally.

So all in all, your audience is not Tired of hearing from you.

Truthfully, they're barely hearing from you at all.

I want to use one of the examples, like Brene Brown.

She has been talking about the same, same thing consistently, consistently, consistently for years.

And every single time you hear one of her messages, you still get that little message, the little feeling in your heart like, oh, yes.

And that's what we're trying to do from our audience is not.

They're not feeling bored by your message.

They're going to continuously be inspired by your message.

So really, the real shift is instead of asking yourself, what should I create this week?

Week, which is exhausting, gives me content anxiety over the weekend, and assumes that you need to start from complete scratch every seven days, I want you to start asking yourself, what is the one thing that I can create that can multiply into a week's worth or maybe weeks of content?

Like this podcast that you're listening to right now.

We record it once and we go back, and our podcast editor breaks it down into four to five different things.

It goes onto both of our websites.

I've got some zaps in the background that are creating LinkedIn posts and Facebook posts, and then we're also taking these and chunking them down when they are relevant to our own business to reuse in our real business.

So this one hour that we spend every Friday recording, it's not even an hour.

Sometimes it's 20 minutes.

It really multiplies into enough content where we don't have to create new.

And ever since I've shifted from doing this to just being okay with just reusing things, I'm like, now I'm, like, going back even further in the podcast.

I'm like, oh, I'm selling a launch product right now.

Me and Rachel have 15 different episodes on launches.

Instead of trying to find the time as a busy mom to, like, get dressed, do my hair and makeup, sit in front of a screen, record, I just go back to an old launch episode, find some things that would be very resonating with what I'm trying to do and say this week, and put it in there.

And it's not lazy.

It's just smart.

Exactly.

And the best part is that not only does it saves you, like, save you time, but, like, repurposing some of your best content makes your message even stronger.

Right?

Like, it really just, like, makes it sticky within your audience.

So just if you're walking away with one thing, you're not diluting your messaging.

You are amplifying it across the board.

When you repurpose some of the best stuff so it's cohesive and consistent across your, your audience.

Okay, so I know what you might be thinking.

This makes sense.

I see, totally see the logic.

But actually doing this every week sounds like a lot of work.

And you're right, because it was at first.

But then Rachel and I put our genius minds together and we figured out the content waterfall method, which was the strategy that we used to break down one anchor piece of content into 30 different pieces of content and how to do it kind of in a strategic flow and set up all the systems around it so that it's taking us at least amount of time as possible.

And that is why we have the one hour content system, which runs on notion and AI.

And you can go purchase that right now if you want to.

We have something bigger, better coming to you as soon as I finish.

No, it's.

No, it'll be here before Thanksgiving.

Because what we were still seeing is that we were having to jump from app to app to app.

It still was quite a.

Quite a little bit of a process.

So we're building au a tool, a fun little tool where you can upload your podcast episode, your YouTube, paste in your blog, and what it's going to do is break it down into about 30 different formats, whether that be carousel reels, clips that you can record.

It'll give you scripts, quotes, Pinterest pins, and these are all it's using AI, but they're expertly crafted prompts that we've spent a year now tweaking and refining to make sure that they're giving us the output that is going to help us make a big impact wherever you show up.

So then once you get your formats, then what we're allowing, we're going to do is allow you to put it into all the different platforms.

And we know that every different platform likes a different kind of caption, has a different number of characters of captions.

So again, expertly crafted prompts for each specific platform where you just hit generate, cap, generate, schedule, publish, and wham, bam, you have went from one hero piece of content to 30 pieces of content.

Literally, you can do it in about 10 minutes.

If everything works out accordingly, you'll be able to schedule from this platform as well.

If not, if some people do prefer to post individually on their platform, it'll be in an app where you can download the content and grab your copy and paste your caption into whatever platform you want it in.

But we're building the system that we needed and that we wanted.

We're not like an app developer.

We're like, this would be really awesome if something could do this.

And then Lovable came along and it's like, oh, we can actually build what we want it to be.

So super excited about it.

We're going to put a wait list up if you want to get on the waitlist.

Just subscribe to our email list if we don't have a waitlist up yet, because we'll definitely be telling those people, but we'll put a wait list up.

I'm super excited about it.

I gave Rachel, I showed her the first version.

She's like, this is confusing.

So gave me some feedback.

We went back and, like, redid the whole entire thing.

She was really excited about it when I showed her version 2.0.

And right now I'm just kind of working through, testing everything, making sure all the bugs are out before we launch it to the world.

So if you're in the mindset like, yes, Jess.

Yes, Rachel, I need to content repurpose my stuff, but you don't want to be switching between eight different platforms, writing so many different variations, copying, pasting, like, rebuilding all of your different workflows to really embrace this repurposing.

This is what you need.

I am telling you, it's beautiful.

So one of those things that I think is just like, saving so much time is that, like, you can do repurposing on your own.

And sure it will take you two hours this hour, one hour tops, like, guarantee.

And I think we're gonna do a whole episode on this.

But, like, one other thing that I think makes this stand out for me or this whole repurposing stuff is that people can spot AI content from a mile away.

So our system is built on the foundation of you first content.

So Rachel and I record this.

It is not AI writing it for us.

These are the words that are actually coming out of our mouth.

And then this system takes our words, takes our voice, takes our style, merges that with those expert prompts, and then you get captions, posts that still sound like you, even though you've used AI to kind of help speed up the process a little bit.

So enough about that.

Do you want to kind of recap our three beliefs that we busted today, Rachel?

Yes.

So myth number one is good content means creating something new every single day.

And we need to just completely release this idea from our head.

Because repetition is key.

Repetition is what makes our message stick sticky for our audience.

Look at Brene Brown.

Look at the guy that wrote Atomic Habits he was talking about that for years before his book came out.

Really just like, look at all of your favorite people.

They're saying the same thing.

And it's not being redundant, it's being a leader.

So then myth number two is repurposing is just copying and pasting.

That is false.

Repurposing is translating to the language of the platform that you're, like, moving it to so that it can thrive and be optimized for that area.

So obviously creating the strategy in place to do that is key, but really understanding that you're not repeating yourself.

You're just translating and speaking the language of the platform that you're showing up on.

And then myth number three is that your audience will get tired of hearing the same thing, and that is just not true.

Your audience is not seeing close to nearly 90% of anything you post.

Like, they're seeing just a sliver of what you're saying.

So making sure that you are being repetitive in a way that is strategic and intentional so that people can see these messages as they come up, as you come up on their feed and their inbox or whatever it may be.

All right, so if you're excited about the Content Flow Studio, which is the official name of the app, let us know on Instagram.

Send us a dm.

We are going to be looking for three to five beta testers.

So if you're interested in being one of our testers, we want to hear from you.

If this helps shift some of your beliefs and you're ready to content repurpose, we want to know.

And as always, if you could share this with a biz bestie, we would be forever grateful.

If you enjoyed it, make sure you like, comment, subscribe, do all of the things, and until next week, we rooting for you.